Exploring attitudes towards banner advertising on the world wide web
- Authors: Krige, Philip
- Date: 2008
- Subjects: Internet advertising -- Banner , Internet users -- Banner , Internet marketing
- Language: English
- Type: Thesis , Masters , MBA
- Identifier: vital:8705 , http://hdl.handle.net/10948/997 , Internet advertising -- Banner , Internet users -- Banner , Internet marketing
- Description: The purpose of the study was to assess the effectiveness of banner advertising on the World Wide Web, as well as to explore and analyse the attitudes and behaviours of internet users towards banner advertising. The research objective was to determine, why people do not click on banners and to find ways in which advertisers can make banner advertisements appeal to consumers more effectively. Outcomes of the research suggested which features advertisers should avoid when developing clickable banners. An extensive literature review was carried out in order to highlight important aspects of historic research. The analysis conducted on this topic indicated that a gap exists in the area of public attitudes towards clickable banner advertising and the reasons why people avoid clicking on banners. To address the above questions, peoples’ attitudes towards banner and other Internet advertising were investigated through focus group interviews and surveys. The findings suggest that the main reason for the ignorance surrounding clickable banners was the low involvement between the product or service being advertised and the viewer’s interests. Other reasons included the high annoyance level of banner advertising and the threat of viruses that some banners may pose. Conclusions of the research recommend narrow targeting and personalisation of banner advertisements, constant rotations and replacements of banners to avoid burnouts as well as trustful and original appeal and content. Other important findings included: • The majority of people are indifferent towards banners, • People with less than three years of Internet experience tend to click more than people with more than three years of Internet experience, • Females showed more “clickable behaviour” than males, • People are more likely to click on banners which present interesting information, are bright and animated or promote catchy phrases for the surfer, • People prefer to see banners located on the top of the page or on the right side of the page, • Pop-ups are the most noticeable and are possibly the route cause of what triggers people to become annoyed or dislike banner ads, Findings of this research have high social value. If advertisers would take into account the results of the current study, they would be able to create more effective banners, which could effectively be redirected to the appropriate target market. This will enable them to cut their costs. Furthermore, online users would enjoy a more polite and friendly online environment, where their interests will be taken into account, which would diminish the current gap between customers and advertisers.
- Full Text:
- Date Issued: 2008
- Authors: Krige, Philip
- Date: 2008
- Subjects: Internet advertising -- Banner , Internet users -- Banner , Internet marketing
- Language: English
- Type: Thesis , Masters , MBA
- Identifier: vital:8705 , http://hdl.handle.net/10948/997 , Internet advertising -- Banner , Internet users -- Banner , Internet marketing
- Description: The purpose of the study was to assess the effectiveness of banner advertising on the World Wide Web, as well as to explore and analyse the attitudes and behaviours of internet users towards banner advertising. The research objective was to determine, why people do not click on banners and to find ways in which advertisers can make banner advertisements appeal to consumers more effectively. Outcomes of the research suggested which features advertisers should avoid when developing clickable banners. An extensive literature review was carried out in order to highlight important aspects of historic research. The analysis conducted on this topic indicated that a gap exists in the area of public attitudes towards clickable banner advertising and the reasons why people avoid clicking on banners. To address the above questions, peoples’ attitudes towards banner and other Internet advertising were investigated through focus group interviews and surveys. The findings suggest that the main reason for the ignorance surrounding clickable banners was the low involvement between the product or service being advertised and the viewer’s interests. Other reasons included the high annoyance level of banner advertising and the threat of viruses that some banners may pose. Conclusions of the research recommend narrow targeting and personalisation of banner advertisements, constant rotations and replacements of banners to avoid burnouts as well as trustful and original appeal and content. Other important findings included: • The majority of people are indifferent towards banners, • People with less than three years of Internet experience tend to click more than people with more than three years of Internet experience, • Females showed more “clickable behaviour” than males, • People are more likely to click on banners which present interesting information, are bright and animated or promote catchy phrases for the surfer, • People prefer to see banners located on the top of the page or on the right side of the page, • Pop-ups are the most noticeable and are possibly the route cause of what triggers people to become annoyed or dislike banner ads, Findings of this research have high social value. If advertisers would take into account the results of the current study, they would be able to create more effective banners, which could effectively be redirected to the appropriate target market. This will enable them to cut their costs. Furthermore, online users would enjoy a more polite and friendly online environment, where their interests will be taken into account, which would diminish the current gap between customers and advertisers.
- Full Text:
- Date Issued: 2008
Implementing a robust, cost effective, e-commerce platform for a disadvantaged community of the Eastern Cape, South Africa
- Authors: Njeje, Sicelo Given
- Date: 2008
- Subjects: Computer network architectures -- South Africa -- Design and construction , Rural development -- South Africa -- Eastern Cape , Internet marketing , Business enterprises -- Computer networks , Electronic commerce
- Language: English
- Type: Thesis , Masters , MSc (Computer Science)
- Identifier: vital:11373 , http://hdl.handle.net/10353/75 , Computer network architectures -- South Africa -- Design and construction , Rural development -- South Africa -- Eastern Cape , Internet marketing , Business enterprises -- Computer networks , Electronic commerce
- Description: The development of electronic commerce (e-commerce) is the most visible business use of the World Wide Web. The primary goal of an e-commerce site is to sell goods and services online. This project deals with developing an e-commerce platform for marginalized communities of the Eastern Cape region, South Africa. An online “shopping mall” to support the marketing of art and crafts from disadvantaged communities is presented, with Linux-Apache-MySQL-PHP (LAMP) as the development environment. Free and Open Source Software has been chosen to develop the virtual shopping mall system because the use of Open Source allows easy localization and extensions to the system developed and long term sustainability, as the source code is available. Also, it might start a “virtuous” circle, whereby young members of the communities hosting art and craft makers become involved in maintenance, and then production, of software systems. One important design constraint from the e-commerce platform presented in this thesis is the possibility for the art and craft makers to manage their shops directly, from the initial loading of their wares to the day-to-day maintenance, such as changes of price or items. The user requirement elicitation and initial field testing were conducted in Dwesa, an area on the wild coast, South Africa. The system currently comprising two shops is live at the time of writing this thesis at www.dwesa.com.
- Full Text:
- Date Issued: 2008
- Authors: Njeje, Sicelo Given
- Date: 2008
- Subjects: Computer network architectures -- South Africa -- Design and construction , Rural development -- South Africa -- Eastern Cape , Internet marketing , Business enterprises -- Computer networks , Electronic commerce
- Language: English
- Type: Thesis , Masters , MSc (Computer Science)
- Identifier: vital:11373 , http://hdl.handle.net/10353/75 , Computer network architectures -- South Africa -- Design and construction , Rural development -- South Africa -- Eastern Cape , Internet marketing , Business enterprises -- Computer networks , Electronic commerce
- Description: The development of electronic commerce (e-commerce) is the most visible business use of the World Wide Web. The primary goal of an e-commerce site is to sell goods and services online. This project deals with developing an e-commerce platform for marginalized communities of the Eastern Cape region, South Africa. An online “shopping mall” to support the marketing of art and crafts from disadvantaged communities is presented, with Linux-Apache-MySQL-PHP (LAMP) as the development environment. Free and Open Source Software has been chosen to develop the virtual shopping mall system because the use of Open Source allows easy localization and extensions to the system developed and long term sustainability, as the source code is available. Also, it might start a “virtuous” circle, whereby young members of the communities hosting art and craft makers become involved in maintenance, and then production, of software systems. One important design constraint from the e-commerce platform presented in this thesis is the possibility for the art and craft makers to manage their shops directly, from the initial loading of their wares to the day-to-day maintenance, such as changes of price or items. The user requirement elicitation and initial field testing were conducted in Dwesa, an area on the wild coast, South Africa. The system currently comprising two shops is live at the time of writing this thesis at www.dwesa.com.
- Full Text:
- Date Issued: 2008
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